해외 스포츠웨어 브랜드 MLB의 사회적 책임이 중국 대학생의 구매 의향에 미치는 영향

Corporate social responsibility (CSR) constitutes an indispensable facet of corporate governance, profoundly augmenting the corporate image and brand equity. Consequently, it has garnered considerable attention from both the corporate sector and the broader societal milieu. To facilitate the proliferation of foreign sportswear brands, it is imperative to scrutinize the ramifications of consumers' perceptions of CSR on product sales. This study endeavors to investigate, through the prism of the theory of reasoned action (TRA), whether university students’ perceptions of CSR associated with foreign sportswear brands influence their purchase intentions. Ultimately, this research aspires to proffer pragmatic insights for the stewardship of foreign sportswear brands. A survey employing random sampling was administered among university students across five universities in City A to examine the influence of a foreign sportswear brand, MLB’s CSR initiatives on the consumer behavior of Chinese university students. To test the research hypotheses, data from 225 survey responses were analyzed utilizing SPSS and AMOS software. The findings elucidate the following: First, perceptions of MLB's CSR activities positively influence subjective perceptions among Chinese university students, although they do not modify their consumer attitudes. Second, the subjective norms of Chinese university students positively affect both consumer attitudes and subjective norms. Third, subjective norms are the principal determinants of purchase intentions toward MLB products among Chinese university students. Therefore, it is advocated that foreign sportswear brands align their CSR practices with local policies and regulations within their management processes, while also enhancing the appraisal of brand products and image among heterogeneous consumer cohorts.